About the course

Overview

This intensive two-day course is a great place to start your digital marketing training. It gives marketers a complete overview of the digital marketing landscape including all the essential disciplines, how they fit together and how to assess what’s right for your strategy and where you need further in-depth learning.

Program

Fast Track Digital Marketing is Econsultancy’s most popular course globally and updated fresh for 2018 to take into account the very latest considerations facing organisations in their digital marketing.

The course helps make sense of the rise of digital by examining the technological evolution that has driven social and behavioural change. Many of the implications are yet to be known but a robust strategic approach that experienced offline marketers will recognise will be presented to help everyone involved in digital approach its themes with rigour.

The aim of the course is to equip delegates with the confidence, the tools and the techniques to build the right digital strategy for their organisations, including:

Attraction

Search Engine Marketing (content) and Paid Search

Display and Interactive Media

Social Media - video, social media outreach, online PR

Affiliate marketing

Mobile

Conversion

Mobile

Usability and Web Design

Conversion Rate Optimisation

Retention

Email Marketing

Social Media

Mobile

Analysis

Data, tracking and measurement

Course Requirements: For this course a wi-fi enabled laptop or tablet is highly recommended.

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

This course is ideal for those with experience of traditional, offline, marketing but less exposure to online marketing channels, or those with experience in specific digital disciplines, who want to know how different channels can fit together. It’s equally refreshing and rewarding for people who have been “doing” digital for some time but want to set their experiences in context and discover new approaches.

How our Fast Track courses fit together:

Fast Track Digital Marketing – Gain a complete overview of the digital marketing landscape including all the essential disciplines and how they fit together

Fast Track Digital Transformation – Understand how digital has changed consumer behaviour, what this means for your business and learn practical tips to help transform your organisation

How will I benefit?

Upon completion of this course, you will have:

Understood the general changes happening in marketing rather than seeing ‘digital’ as an additional channel to cope with

Been energised and instilled with the confidence to use digital marketing as a part of your marketing mix

Learned structures and frameworks to help plan your digital marketing efforts and make it all fit together

Had the input of an expert trainer to answer questions and explore the immediate challenges you’re facing, as well as the opportunity to network and learn from others

Realised how much you already know and enjoyed sharing your knowledge with others

Had an enjoyable, thought-provoking two days!

Upon completion of this course, you will be able to:

Weave together acquisition and retention tools to deliver an efficient digital marketing strategy

Try out all the key techniques for yourself using a range of tricks, tips, website tools, links and handy guides

Approach the commissioning of digital services with more knowledge and confidence and be able to deflect trendy jargon

Choose specific courses to learn more about particular topics

Approach the future of digital marketing with confidence

Return to your job with a solid list of ‘todos’ to get on with

What will I learn?

The course is broken down into manageable modules most of which include either exercises or case studies for you to work through.

The Cultural Shift

Understanding the New World

Setting the Scene

Conversation Culture

Digital society

The Strategic View

Strategy and Planning

Becoming media companies

Inbound Marketing

Content Strategy

Experimental and iterative marketing

Data driven culture

Integrated on/offline marketing

Search Engine Marketing

How the Internet invented search

Strategies for Search Engine Optimisation

Key principles

Paid search

Display and Interactive Media

The role of display advertising

Display formats and how to use them

Strategy and planning

Targeting and measurement

A look to the future

Social Media

What is content?

Social media outreach

Video

Online PR

Channels

Your Content Strategy

Affiliates

Who are affiliates

Networks

The business model

Successful strategies

Mobile

The mobile landscape

Why most apps fail

Usability

Mobile conversion

Usability and web design

Conversion optimisation

Building for usability

Optimisation

User testing

Email marketing

Smarter email marketing

Goal setting

List quality

Segmentation and targeting

Creative design

Copywriting

Legal compliance

Deliverability

The Analysis

Why does it matter?

What can you measure?

Who owns analytics?

The future of analytics

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

For more information, please get in touch with the team at training@econsultancy.com or call us on (UK & Europe): +44 (0)207 970 4167 or US: 212-971-0630.

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.

Trainer

Andrew Thomas

Founding Director, the green field

Andrew up until the end of 2008 was an Executive Director at Bounty and part of the management team that sold the business to the publicly listed Canadian company Kaboose. Bounty - now part of the Treehouse Group - is the leading direct marketing business focusing on expectant mothers and new parent households.

Andrew joined Bounty in 2005 to develop their e-business opportunity and commercialise what is the leading online meeting point for mums in the UK.

Andrew’s marketing experience extends back over twenty years having joined BMP DDB in London in the late eighties, after completing five years as a captain in the British Army. He spent most of career working at the global advertising agency McCann-Erickson.

On leaving Bounty at the end of 2008 Andrew established the green field, which has become a convenient wrapper for his portfolio of coaching, consulting and training activities. Since then, Andrew has incorporated being a Media Development Professional with Vision and Media; an Associate Coach with Winning Pitch on the Northwest Regional Development Agency’s High Growth Programme and certified trainer with Econsultancy.

He is currently a non-executive director of the digital businesses Auburnise and Return on Digital. He recently completed eighteen months as an advisor and Non Executive Director at Chillingo, culminating in the sale of the business to Electronic Arts.

Andrew has a Post Graduate Diploma in Executive Coaching and Leadership Mentoring (PG Dip). He is a Fellow of the Institute of Leadership and Management (FinstLM) and a member of the European Mentoring and Coaching Council (EMCC). He is also a qualified Myers Briggs Type Indicator (MBTI®), FIRO-B® and DiSC® practitioner.

Andrew’s passion is road cycling. In his spare time he helps manage a youth racing team, and has recently established a new business Northern Albion Ltd identifying, developing and importing innovative cycling products into the United Kingdom.

Venue

Etc Venues, Tenter House

By Underground - Moorgate Station (Northern, Metropolitan, Circle, Hammersmith and City Lines).

Moorgate has 4 exits and you need to head towards the 2 exits either side of Moorfields Road (these exits are towards the Metropolitan line gates). As you come out onto Moorfields Road you will see a Holland and Barrett store adjacent to the tube station – Tenter House is the next building a few yards further up on the same side of the road, just before the Red Cross building.